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Generation Z’s online shopping behaviour towards clothing in a pandemic era

Arruda, Rachel Peixoto (2021) Generation Z’s online shopping behaviour towards clothing in a pandemic era. Masters thesis, Dublin, National College of Ireland.

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Generation Z’s older cohort has reached adulthood and is expected to become a powerful economic force, playing a pivotal role in the future of shopping. As a generation that was born after the advent of the internet and has never seen a world without smartphones, they are considered to be more technology-savvy and feel more comfortable in an online environment than other, older demographics . Conversely, previous studies suggest that even cohorts that are considered digital natives, such as Generation Z, are still more inclined to shop at physical stores rather than online, especially for products carrying a sensory experiential attribute in nature like clothing. However, the Coronavirus disease (COVID-19) pandemic outbreak has caused disruption in society worldwide and accelerated a move towards online shopping. This research explored Generation Z’s online buying behaviour towards clothing in Ireland in a pandemic context wherein three main topics were discussed: the changes that occurred, the perceptions regarding online shopping for clothing, and predictions for a post-pandemic era. The study was conducted using qualitative methods of one-on-one in-depth interviews with individuals aged between 18 and 25. The findings suggest that Generation Z’s urge for processes that are more convenient timewise and products that are advantageous pricewise, combined with the constraints provoked by the COVID-19 pandemic and the lockdowns, have led this cohort to be more open to the experience of online shopping for clothing as they become more trusting of and accustomed to the process.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 17 Feb 2022 13:35
Last Modified: 17 Feb 2022 13:35

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